By: Jordyn, Jessica & Ivan

“There’s nothing in the fridge.” “Shit, I never defrosted the salmon”

“Dammit, I don’t have GARLIC.” “PB&J again?”
“I want to try exotic produce, but I don’t have any at my grocery store..”

“Guess I’ll have sleep for dinner…” “Does that place have vegan options? No?”

“Ok, what are we having

for dinner??”
“I’m so tired of this dry chicken.” “Why is a $5 sandwich $20 on Seamless?”

“Do I have stuff for dinner?” “Why is this delivery taking so long?”

“Is Beyond Meat worth a try?” “Is that restaurant’s kitchen still open?”

“I’d like to try new cooking new cuisines, but I don’t know where to start.”
Blue Apron needs some fixin’

We need to make our consumer aware

of the changes that have been made to
Blue Apron, that can help them relieve
these issues regarding dinner.
Who are we? Brand DNA

Culinary Discovery Connected to Trusted

the source authority
Who is our target? Busy Professionals in Urban Markets

The Enthusiast The Aspirer The Avoider

Consumer Journey
What do these consumers value?
Insight

Busy professionals feel empowered when making healthy choices, but at their
own convenience.
Strategy

Get busy professionals to consider & purchase Blue Apron by giving them the
freedom to try and decide what works for their lifestyles.
Big Idea
How do we do this?
Experiential

● “Blue Mondays” at WeWork

● Surprise and Delight with catered food
● Discount
Digital Experience

● Master Class with Bobby Flay

● Sample box of Blue Apron with
class purchase
● Wine pairing demonstration
● Friend referral program
OOH
Step 1 Step 2
Thank You!